An incredible amount of money is spent on online advertising each year. In fact, about 90% of Google’s $89.5 billion revenue in 2016 was generated from advertising. That number baffles me. Companies are paying over $30 for a single click on their ad, with no guarantee that a new customer will result from that click.
The evolution of marketing strategies from mass market campaigns such as billboards and TV commercials to personalized experiences like Facebook and Google ads has changed the way businesses promote themselves.
Any marketing adage that could survive such a foundational shift is bound to be common knowledge then.
If you’re a small business looking to invest in web-based advertising, Google AdWords is the best place to start. Some campaigns can be set up in as little as five minutes.
However, for competitive industries with high value sales such as IT consulting, we typically recommend a minimum starting budget of $1,000/month.
Even if you have been living in a cave for the last 20 years, you know what a search engine is. But do you know how they work? Do you know what a search bot or “spider” does? The answer to these questions have significant impacts on Search Engine Optimization (SEO) and how your website is ranked on the Search Engine Results Page (SERP).
A bit of search engine history
Way back in 1990, before most of us had ever used the interwebs, there was the Archive search engine, cutely nicknamed Archie.
If you’re a business owner who wants to carve out a marketing niche by providing quality and unique content that engages and informs, publishing an eBook is one of the most powerful marketing tools in your toolbox.
“But what do I stand to gain by investing all that time and effort into writing an eBook that I’m just going to give away?”
It’s a valid question, and one we can answer with measureable benefits.
You've done your competitor and keyword research. You've agonized over your ad and landing page copy. You've done everything possible to make sure that your PPC campaigns are optimized and ready to start attracting site visitors straight out of the gate.
Many "in-house" marketing teams -- and a surprising number of marketing firms -- fall into the trap of working in "silos.” On one end of the office someone is working on pay-per-click advertising (PPC), at the other end someone else is managing email marketing campaigns, and somewhere in between is the employee tasked with search engine optimization (SEO). As with any aspect of running a business, when one hand doesn’t know what the other is doing -- money is being lost somewhere.
We sell great websites, so of course we’re going to tell you they’re good for your bottom line. But if you’re looking for percentages and dollar amounts to benchmark what a “great website” is capable of, this is the list for you.
Every marketing campaign -- whether it’s in print or online -- is about grabbing people’s attention, convincing them you’re the best at what you do, persuading them to buy what you’re selling, and bringing them back for more.
One of the most common questions that I am asked by clients is, "What's the most effective marketing technique which will get me leads?" Unfortunately, the question is impossible to answer. It assumes that there is one technique that will turn someone who has never heard of your business into a paying customer.
In a world where Kindles and tablets are a dime a dozen, an “eBook” might mean something different to a business owner than it does to the average consumer. Instead of electronic copies of books that have printed counterparts, eBooks in the digital marketing field are totally original pieces of content, offered by websites, with information and visual elements that instill confidence in the reader about the eBook’s creator.
Business owners who think their education stopped the moment they finished college or grad school are in for a big shock. Learning new trades is critical to staying ahead of the competition, and in today’s lesson, at the top of Google’s results page.
The easiest way to define a pitch page is: any page that sells an individual product, service, event, or promotion. For example, a home page pitches your business to potential clients by not only describing what you’re selling, but more importantly answering why it’s the best on the market.